10.1 Cognitive and Affective
Cognitive and Affective mediators of Advertising Effects
Evaluative responses = attitude
Cognitive approach -> Affective approach (not only comes from cognitive) -> Behavioral approach (Fishbein & Ajzen, 1975 - theory of planned behavior)
System 2: is kinda of independent of Cognitive, but Affective is system 1.
Expanded model added subjective norm
Evaluation from cognitive approach is multi-attribute model
Anthony Greenwald: Cognitive Response Theory: what important is what is in the consumer mind when they see the ad.
Conditioning:
Classical (Pavlovian) conditioning: physiological automatic reaction occurred after being exposed to an unconditioned stimulus.
Evaluative conditioning: direct transfer of affect from one stimulus to another via a conditioning paradigm.
Affective route:
Moods = diffuse, hard to pin down the source, more long-lasting
Emotion = specific, discrete
Three modes of spontaneous cognitive responses to advertising stimulus:
Counterargument
Source Derogation
Support Argument
Accecptance=wSA∑iSAi−wCA∑jCAj−wSD∑kSDk
Situational Factors
Content-processing involvement: “stemming from receiver’s perception of the relevancy”
Message Modality: audio, print
Advertising repetition increases brand attitude and purchase intention when support and counter argument production are low; while under high level of such production, brand attitude and purchase intention level off.
What happen to make the downturn of advertising repetition earlier or later?
Appropriate interval: purchase cycle (number of exposure per purchase cycle). 3 exposures per purchase cycle is the optimal number
Wear-in: how many times it takes for the ad to take effect?
Wear-out: how many times it takes for the ad to bore you?
- If you change the ad execution, the wear-out is pushed back.
Traditional thoughts advertising repetition would always wear out (inverted-U curve between repetition and impact on customer’s attitude) because of wearout and mere exposure
Ability, motivation and opportunity are antecedents of cognitive processing
Momentary interruptions can promote persuasion
- higher for low need for cognitive individuals (motivation to engage in thoughtful processing) than high ones
In other words, interruptions can increase consumers’ processing of a message.
Interruption amplified arousal (need for completion/ goal pursuit and curiosity)
(Gibson 2008): Affective Responses Mediating Acceptance of Advertising
Using Implicit Association Test (???)
Evaluative conditioning only influences explicit attitudes when there is no previous strong preference or priori
Antecedents of attitude towards the ad:
Attitude toward the ad leads changes in brand attitudes (MacKenzie, Lutz, and Belch 1986; Mitchell and Olson 1981)
In low involvement context, execution cues and source likeability (message-oriented and communicator-oriented) have greater impact on persuasion
Affect typologies (p. 237)
(Pham, Geuens, and De Pelsmacker 2013)
ad-evoked feelings positively influence brand attitudes both directly and indirectly (via changes in attitude toward the ad), regardless of involvement with the product category, products types (e.g., durables, nondurables, services, search or experience goods).
This effect is greater among hedonic products than utilitarian ones.
emotional reactions mediate the effect of advertising on attitudes toward ad or brand.
Why divided two articles? the second study claimed that the last paper’s list of positive affective mediators was limited, the second one expands to range of emotions.
Is there a difference between affect and emotions?
(Batra and Ahtola 1991; Voss, Spangenberg, and Grohmann 2003) offer scale to measure the hedonic and utilitarian dimensions of consumer attitude
(Dall’Olio and Vakratsas 2022) Effect of Advertising Creative strategy on Advertising Elasticity
offer composite metrics that measure aspects of creative strategy
Content affect advertising elasticity in the following descending order
Experiential content
Cognitive content
Affective content